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Marriott International, Inc. (MAR) Continues to Dominate, but Valuation Is Rich

Hotel giant Marriott International, Inc. (NYSE:MAR) has been a great stock to own over the past year, generating a near-18% return. The company has grown in the midst of a tepid U.S. economic recovery and even weathered the European crisis relatively well. At the end of 2012, Marriott represented 24% of all new room construction in North America. The company’s loyalty programs are incredibly effective and are driving revenue at new hotel concepts. But with fears of U.S. sequestration, management remains cautious. Here is what you need to know about Marriott’s earnings and outlook for the rest of 2013.

Marriott International Inc (NYSE:MAR)Magnate
It’s safe to say that Marriott had a good year. For the fourth quarter of 2012, the company earned $0.56 per share, a penny above estimates and a solid $0.10 more than 2011’s earnings. For the full year, Marriott hauled in $1.64 versus $1.31 in the year prior, with top-line earnings of $11.8 billion — $800 million more than in 2011. Keep in mind, this was the company’s performance in a year in which European financial disaster was a common theory along with substantial Middle East instability and a dramatic slowdown in GDP growth among Asian countries. Put that all together with a recovering but not booming U.S. economy, and it’s pretty impressive that Marriott was able to increase earnings by 25%.

Base management and franchise fees were up 7 points in the quarter, driven by growth in the all-important metric for hotels — revenue per available room (RevPAR). The company was able to achieve such healthy bottom-line growth with the help of its impressive 40% operating margin. In the year-ago quarter, the operating margin was 33%.

Across the board, Marriott’s performance looked healthy. In the company’s conference call, management was appropriately enthused.

Good talk
Arne Sorenson, the company’s CEO, was eager to mention Marriott’s recently minted Autograph brand. The company added 24 Autograph hotels in the United States over the last three years, and has 40 hotels worldwide under the Autograph name. The brand is tailored toward Marriott loyalty program members — and it’s working. Forty-five percent of Autograph guests are Rewards guests.

A couple of years ago, the company initiated a strategy to incentivize sales personnel to work outside their territory — typically known as cross-selling. This has been a big boost for the company’s smaller properties, and in 2012 resulted in $250 million in additional revenue for the company.

The company is taking advantage of the idea that the first to recover in a mending economy are the wealthy businessy types: Marriott currently has over 50,000 luxury rooms around the globe under various brands. It is also investing $900 million in its latest high-luxe concept, Edition, which will open hotels in London, New York, and Miami in the coming months.